The Case of the Retail Banking Industry
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de la Cuesta-Gonzales, M., Froud, J., & Tischer, D. (2020). Coalitions and public action in the reshaping of corporate responsibility: the case of the retail banking industry. Journal of Business Ethics. https://doi.org/10.1007/s10551-020-04529-x Publisher's PDF, also known as Version of record License (if available): CC BY Link to published version (if available): 10.1007/s10551-020-04529-x Link to publication record in Explore Bristol Research PDF-document This is the final published version of the article (version of record). It first appeared online via Srpinger Nature at https://link.springer.com/article/10.1007/s10551-020-04529-x. Please refer to any applicable terms of use of the publisher. University of Bristol - Explore Bristol Research General rights This document is made available in accordance with publisher policies. Please cite only the published version using the reference above. Full terms of use are available: http://www.bristol.ac.uk/red/research-policy/pure/user-guides/ebr-terms/ Journal of Business Ethics https://doi.org/10.1007/s10551-020-04529-x ORIGINAL PAPER Coalitions and Public Action in the Reshaping of Corporate Responsibility: The Case of the Retail Banking Industry Marta de la Cuesta‑González1 · Julie Froud2 · Daniel Tischer3 Received: 28 May 2019 / Accepted: 4 May 2020 © The Author(s) 2020 Abstract This paper addresses the question of whether and how public action via civil society and/or government can meaningfully shape industry-wide corporate responsibility (ICR) behaviour. We explore how, in principle, ICR can come about and what conditions might be efective in promoting more ethical behaviour. We propose a framework to understand attempts to develop more responsible behaviour at an industry level through processes of negotiation and coalition building. We suggest that any attempt to meaningfully infuence ICR would require stakeholders to possess both power and legitimacy; moreover, magnitude and urgency of the issue at stake may afect the ability to infuence ICR. The framework is applied to the retail banking industry, focusing on post-crisis experiences in two countries—Spain and the UK—where there has been considerable pressure on the retail banking industry by civil society and/or government to change behaviours, especially to abandon unethical practices. We illustrate in this paper how corporate responsibility at the sector level in retail banking is the product of context-specifc processes of negotiation between civil society and public authorities, on behalf of customers and other stakeholders, drawing on legal and other institutions to infuence industry behaviour. Keywords Corporate responsibility · Industry corporate responsibility · Business ethics · Retail banking · Stakeholder negotiation · Bank business model · Financial services · Spain · UK Abbreviations PAH Plataforma de Afectados por la Hipoteca (Plat- BBA British Bankers Association (now UK Finance) form of People Afected by Mortgages) CR Corporate responsibility PCA Personal current account CSR Corporate social responsibility PLC Public Limited Company FCA Financial conduct authority PPI Payment protection insurance GFC Great fnancial crisis SB Savings bank ICR Industry corporate responsibility SME Small and medium size enterprises MYM Move your money TCF Treating customers fairly Introduction * Julie Froud [email protected] The scrutiny by governments, non-government organisations Marta de la Cuesta-González [email protected] and civil society that followed the Great Financial Crisis highlighted how banks can abuse their position as power- Daniel Tischer [email protected] ful economic intermediaries in pursuit of shareholder value creation. In particular, banks were observed to engage in 1 Departamento de Economía Aplicada, Facultad de value extraction through fees or speculative activities disem- Económicas y Empresariales de la UNED, C/ Senda del Rey bedded from the real economy (Muellerleile 2013) and have 11, 28040 Madrid, Spain collectively resisted calls for change, despite signifcant and 2 Alliance Manchester Business School, University sustained national and international uproar about unethical of Manchester, Booth St West, Manchester M156PB, UK practices. This is important for two reasons in relation to 3 School of Management, 2.06 Howard House, Queen’s the wider importance of banking in everyday economic and Avenue, Bristol BS8 1SD, UK Vol.:(0123456789)1 3 M. de la Cuesta-González et al. social life. First, as providers of banking, credit, insurance Lewis 2016; Schaltegger and Burritt 2010). Such initiatives and other services for small- and medium-sized business, do not in themselves embed and normalise responsible retail banks fulfl important intermediary and enabling func- behaviour. Indeed, the recurrence of socially and economi- tions (Froud et al. 2017). Second, access to fnance through cally irresponsible or unethical behaviour by frms individu- bank accounts and other fnancial services is essential for ally and collectively raises questions about whether organ- citizens’ economic and social participation (Schmidt et al. isation-level actions can provide a meaningful approach to 1999; Allen and Santomero 1998). In this sense, retail bank- tackle (fundamental) problems characterising an industry ing is a foundational infrastructure (Froud et al. 2018). Yet (Fernández-Olit et al. 2019). instead of ensuring this basic functionality, banks’ actions to Drawing on these important themes, this paper considers defend proftability have had deleterious efects on their cus- responsibility initiatives afecting frms across an industry tomers, including mis-selling of fnancial products, collapse which are the outcome of actions by industry stakeholder of small business lending, mortgage foreclosure and retail coalitions rather than arising through voluntaristic action. branch closures (Froud et al. 2017; Paulet et al. 2015; Vives- Such actions are considerably rarer than instrumental, frm- Miró and Gutiérrez 2017). These behaviours are contrary to level CSR, despite eforts by civil society to scale up collab- those we might expect from banks as socially responsible orations to target a whole industry (Den Hond et al. 2014). actors; and they are in contrast to the positive impact banks The beneft of assuming an industry perspective lies in what can have on fnancial inclusion, economic and social devel- Beschorner and Hajduk (2017) call ‘the downscaling efect’: opment (Fernández-Olit and de la Cuesta-González 2014). within an industry context, responsibility can be substanti- In principle, curbs on unethical bank behaviour could ated and thus made clear and manageable for companies and result from government action, investor-led initiatives or their stakeholders. The industry-level corporate responsibil- other pressures from external actors, whereby organisations ity (ICR) framework draws attention to ‘interactions between are compelled or at least encouraged to meet wider stake- businesses, NGOs, political actors and other organisations’, holder interests. Governments have tended to see this as the (Powell and DiMaggio 1991; Beschorner 2004) which may role of investors, and many businesses (including banks) be more evident at an industry rather than an individual frm have adopted investor-led corporate social responsibility level. In the specifc case of retail banking considered in this (CSR) initiatives to address expectations related to broader paper, ‘reform’ ambitions emerged before, during and after impacts on society, the economy and the environment (de the crisis, refecting a signifcant gap between bank behav- Bakker et al. 2013; Doh and Guay 2006; Schaltegger and iour and expectations of fair and efective fnancial services Burritt 2010; Steurer 2010). This positivist or instrumental held by civil society, private and business customers. Mis- approach to CSR recognises stakeholder demands for the selling of fnancial products, closure of bank branches (espe- primary purpose of sustaining or improving proftability and cially in rural areas), failure to lend to small- and medium- shareholder value (Esteban-Sánchez et al. 2017) but leaves sized enterprises (SMEs), as well as irresponsible lending limited opportunity to meaningfully alter business models on property have variously emerged as endemic problems or the ethical foundations of business (Sternberg 2011). requiring sector-level action (Fernández-Olit et al. 2019; This approach is also centred on easily quantifable aspects Froud et al. 2017). of responsibility (Maniora 2017) more than the impact of The paper addresses the question of whether and how pub- their intermediary activity on customer welfare and society lic action (via civil society and/or government) can meaning- (Fernández-Olit and de la Cuesta-González 2014). In this fully afect industry-wide corporate responsibility behaviour. sense, corporate responsibility has often been a documentary Where problems extend over a sector and challenge the basic artefact accounting for the positive impact of the business on function of retail banks from a stakeholder perspective, have society in annual accounts or standalone reports rather than actions to improve corporate responsibility been coordinated providing meaningful accounts of ethical business behaviour rather than left to the discretion of individual banks? To (Coupland 2006, p. 3). explore these issues, we focus on post-crisis experiences in Such reporting therefore becomes a way of recognising two countries, Spain and